Relaciones públicas y campañas de prevención de consumo de drogas y seguridad vial. Análisis del tratamiento en prensa

Spain in one of the leading countries in drug use while driving. Given this situation, public and private institutions are developing prevention strategies where the relationship with the media and public relations have been constituted as fundamental tools for raising awareness. The object of this study is the analysis of the management of public relations through the media framed in the prevention campaigns carried out by the DGT, FAD and Mapfre Foundation (2011-2015). For this purpose, an evaluation of the campaigns in generalist and specialized press has been carried out, applying the method of measuring the exposure to the message, which includes: the analysis of the coverage and impact, the economic analysis and an analysis of categorical and evaluative content of the direction and intensity. The results of the study show among other data: a low coverage and intensity that does not favor the visibility of the campaigns, a predominance of the negative tone, and the outstanding presence of alcohol against other substances. Therefore, the management of public relations has only been effective in economic terms.